Joe Gatto Store, view 1

A man and two boys stand in the back of the room by a window at the Joe Gatto Store located at 145 N 11th Street, Lincoln. Eight soda fountain tables with chairs sit on the tile floor between display counters; a metal stand on each table holds menus and napkins. On the counter at the left sits a telephone, while cigar boxes can be seen in the display cases at the right. Canned goods are stacked on shelves at the back and to the right. A sign on the back wall over a display of bottles reads: Olive Oil, Imported from Italy, guaranteed absolutely pure, 1/2 pint - .35, 1 pint - .65, 1 quart - 1.10.

According to the Lincoln City Directory, 1918, Joseph Gatto was a retail confectioner. The man in the photograph are probably Joseph Gatto and his sons, Joe and Santo. Mr. Gatto died before the 1920 Lincoln City Directory was published, leaving his widow, Josephine, with the two boys and a daughter, Providence.